"We negotiated all of these details with Apple, and the fact of the matter is they had decided a long time ago to do their own maps," said Schmidt, neither confirming or denying turn-by-turn directions were on the table.

The lesson that Apple learned

"What Apple has learned is that maps are really hard," said Schmidt.

"We invested hundreds of millions of dollars in satellite work, airplane work, drive-by work to get the maps accurate. And we think we have the best product in the industry."

"Apple has done extremely well during the last five years," said Schmidt, before amending his statement to say Google played some part in that.